{"id":29708,"date":"2022-01-05T06:00:02","date_gmt":"2022-01-05T13:00:02","guid":{"rendered":"https:\/\/www.xpressdocs.com\/s\/?p=29708"},"modified":"2024-01-24T14:54:06","modified_gmt":"2024-01-24T21:54:06","slug":"analyze-and-test-direct-mail-campaigns","status":"publish","type":"post","link":"https:\/\/www.xpressdocs.com\/s\/blog\/analyze-and-test-direct-mail-campaigns\/","title":{"rendered":"How To Analyze and Test Direct Mail Campaigns"},"content":{"rendered":"<p><span style=\"font-size: 14pt;\"><b>How to Analyze and Test Direct Mail Campaigns<\/b>\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">All you marketing folks out there have probably heard that people need to receive a message multiple times before it sinks in enough to make them act. And you\u2019ll get no argument from us on that theory.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">However, reaching out to prospects repeatedly with the same ineffective messaging not only turns them off but costs you time and money, as well. The fix? Analyze and test (yes, they\u2019re different) your campaigns to find out what works and what doesn\u2019t.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">So, let\u2019s outline the key elements of a direct mail campaign (that you should always examine) and break down your testing options.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><b>Part I \u2013 The Investigation<\/b>\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Get out the microscope and make it a party, because delving into the guts of your strategy will help you see how each part contributes to the triumph or failure of the whole crusade.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Results: <\/b>The first step in every campaign audit is looking at the results.\u00a0\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did the numbers fall below expectations?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did you lose money on the campaign?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did people visit the website but not make a purchase? Hint: Using a QR code on the direct mail piece lets you track visits that came from the campaign.\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"5\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Was your response rate high but conversion rate low (people responded with interest but didn\u2019t purchase)?\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Offer:\u00a0<\/b>\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"6\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Was the offer clear and understandable?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"6\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Was it enticing enough?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"6\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">If you used a promo code, did the code work as expected?\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Recipients:\u00a0<\/b>\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Were the right people targeted for this campaign? Hint: Asking a group of renters to buy homeowners insurance is less than ideal.\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"7\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Is your list data accurate? Hint: Misspelled names and wrong addresses contribute to many failed communications.\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">Your list can make or break a campaign, so it\u2019s critical to keep your <a href=\"https:\/\/www.xpressdocs.com\/s\/blog\/maximize-your-crm\/\">CRM up-to-date<\/a>.\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Size:\u00a0<\/b>\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">What direct mail piece did you send?\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">Larger pieces stand out in a mailbox more than smaller ones. If you\u2019ve used this piece before and had success, size is probably not the issue.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Design: <\/b>This part can take time because there are a ton of design elements that go into a high-quality direct mail piece. Catching someone\u2019s attention not only involves placement of images with copy but the types of images used.\u00a0\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Was there enough color differentiation to look appealing?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Does the call to action stand out?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"8\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Are the <a href=\"https:\/\/www.xpressdocs.com\/s\/blog\/how-to-nail-your-next-direct-mail-campaign\/\">images personalized<\/a> (yes, you should customize more than the copy), and do they convey the right message?\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">To effectively check your design concept, you must examine all aspects of it. It\u2019s a tedious but crucial part of the process.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Copy: <\/b>Like design, dissecting copy can get more complicated than you think. Because <a href=\"https:\/\/www.xpressdocs.com\/s\/blog\/how-to-write-direct-mail-copy-that-gets-results\/\">great copy<\/a> doesn\u2019t only mean concise, relevant messaging.\u00a0\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">What font did you use?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">How large is the lettering and what color?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did you bold or italicize key words for emphasis?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did you use simple language and avoid acronyms?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Is there conflict between copy and images?\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Timing: <\/b>For direct mail, timing involves factors out of your control.\u00a0\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did the mail reach recipients on time?\u00a0\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"9\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did it arrive damaged?\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">If you plan a mailout around holidays or elections, you risk fatiguing an already stressed system. That doesn\u2019t mean you can\u2019t execute a dynamite campaign in December\u2026but you should factor in some delays. A well-timed campaign also means communicating with intention. Pushing your landscaping services in January, for example, could prove premature if people aren\u2019t yet thinking about spring.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Reaching out to folks via direct mail is an excellent way to attract new customers and engage existing ones, but you must target the right people with the right offer at the right time.\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\"><b>Part II \u2013 Testing<\/b>\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Once you\u2019ve analyzed past campaigns and theorized what should change, you\u2019re ready to roll, right? Not so fast. Before you can accurately test your theories, you\u2019ll need to lay some groundwork. These steps will help ensure you get clear results, so you can draw valid conclusions. Otherwise, what\u2019s the point?\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Establish a Control Piece: <\/b>Before testing, you need a baseline (frame of reference) against which to judge future campaigns.\u00a0 The control piece should be one with a proven track record of greatness (high response and conversion rate).\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">If you\u2019re new to the game, you\u2019ll want to create a direct mail asset with a compelling offer, eye-catching design, and clear call to action. Send it out and collect your metrics before testing against another piece.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Over time, as you test and refine your processes, your control piece might change. That\u2019s okay. Excellent marketing requires flexibility and innovation. But remember to test your new control piece in several scenarios before committing.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Choose a Test: <\/b>Although you can test a campaign multiple ways, the two most common types are A\/B, or split tests, and multivariate tests. Both types require sending out the control piece and the test piece(s) each time you experiment. If not, your results will lack context and your conclusions will be inaccurate.\u00a0\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"11\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>A\/B Test: <\/b>A\/B testing means you send out two direct mail pieces, the control and the variation. They should be identical except for one key difference (offer, call to action, mailing list, format). In this scenario, you\u2019ll be able to see which change made a difference based on the response or conversion rate.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">A\/B tests work best if you think a single factor is making or breaking the campaign\u2014the offer isn\u2019t large enough, you\u2019re mailing to the wrong demographic. \u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">You can easily adapt this to an A\/B\/C test if you want to try a third variation (15% off, 30% off, 50% off).\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"11\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Multivariate Test: <\/b>This type works better if you want to test multiple components of a campaign. Multivariate tests also help if your direct mail use is limited and you\u2019re not sure what works and what doesn\u2019t. If you find yourself saying, \u201cMaybe we should change the offer and CTA. And I want to update the design,\u201d then go for the multivariate.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\">The more elements you test, the more pieces you\u2019ll need. If you want to change two components, you\u2019ll need four variations. See the matrix below for an example of a campaign varying the image and CTA:\u00a0<\/span><\/p>\n<table style=\"width: 100%; border-collapse: collapse; border-style: solid; border-color: #000000;\">\n<tbody>\n<tr>\n<td style=\"width: 33.3333%;\"><\/td>\n<td style=\"width: 33.3333%;\"><span style=\"font-size: 14pt;\">IMAGE A<\/span><\/td>\n<td style=\"width: 33.3333%;\"><span style=\"font-size: 14pt;\">IMAGE B<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 33.3333%;\"><span style=\"font-size: 14pt;\">CTA 1<\/span><\/td>\n<td style=\"width: 33.3333%;\"><span style=\"font-size: 14pt;\">A1<\/span><\/td>\n<td style=\"width: 33.3333%;\"><span style=\"font-size: 14pt;\">B1<\/span><\/td>\n<\/tr>\n<tr>\n<td style=\"width: 33.3333%;\"><span style=\"font-size: 14pt;\">CTA2<\/span><\/td>\n<td style=\"width: 33.3333%;\"><span style=\"font-size: 14pt;\">A2<\/span><\/td>\n<td style=\"width: 33.3333%;\"><span style=\"font-size: 14pt;\">B2<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p style=\"padding-left: 80px;\"><span style=\"font-size: 14pt;\">Note: The more variables you test, the less concrete your results will be. This happens because test sets get smaller with each new mailer.\u00a0\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"4\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\"><b>Measure Results: <\/b>And the fun starts over. Once you\u2019ve designed and mailed your direct mail pieces, you can compare each data set against another.\u00a0\u00a0<\/span>\n<ul>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"11\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did the new CTA improve your conversion rate?\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0d8\" data-font=\"Wingdings\" data-listid=\"11\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span style=\"font-size: 14pt;\">Did one image resonate more with your audience than another?\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-size: 14pt;\"><b>Final Thoughts<\/b>\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">Successful marketing means evolving with consumers and their preferences, so testing direct mail campaigns should be an ongoing activity, not a one-off event. Also, try to approach the task objectively, letting the data (not your hunches) inform your decisions.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\">With time, you\u2019ll catch on to what spurs your customers to action and which design choices help your pieces stand out. Good luck, and happy testing!\u00a0<\/span><\/p>\n<p><span style=\"font-size: 14pt;\" data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/p>\n<hr \/>\n<p><span style=\"font-size: 14pt;\">If you found this article helpful and want continued guidance for your marketing team, sign up for our newsletter, Xpressions. Stocked with insider tips that help your crew with fundamentals like local marketing, automation, and brand audits, you\u2019ll never miss an opportunity to grow.\u00a0\u00a0<\/span><\/p>\n<p style=\"text-align: center;\"><span style=\"font-size: 14pt;\"><strong>SIGN UP FOR THE NEWSLETTER BELOW<\/strong><\/span><\/p>\n<div id=\"MAform-200c0375-0bb8-497f-83ed-910d23fdc57c\" class=\"MAform\"><span style=\"font-size: 14pt;\"><script type=\"text\/javascript\" src=\"https:\/\/forms.net-results.io\/form-render.js?fid=200c0375-0bb8-497f-83ed-910d23fdc57c\" crossorigin=\"anonymous\"><\/script><\/span><\/div>\n","protected":false},"excerpt":{"rendered":"<p>How to Analyze and Test Direct Mail Campaigns\u00a0 All you marketing folks out there have probably heard that people need (&#8230;)<\/p>\n","protected":false},"author":9,"featured_media":29694,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[99,1],"tags":[131,327],"class_list":["post-29708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-direct-mail","category-knowledge-base","tag-direct-mail","tag-marketing-tips"],"_links":{"self":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/29708","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/users\/9"}],"replies":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/comments?post=29708"}],"version-history":[{"count":11,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/29708\/revisions"}],"predecessor-version":[{"id":31046,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/posts\/29708\/revisions\/31046"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/media\/29694"}],"wp:attachment":[{"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/media?parent=29708"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/categories?post=29708"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.xpressdocs.com\/s\/wp-json\/wp\/v2\/tags?post=29708"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}